ITC Vivel launches ‘VedVidya’ with actor Sharmila Tagore

By

Maverick Martins

Published
Mar 7, 2023

Personal care brand, ITC Vivel has expanded its portfolio with the launch of a premium range of bathing bars ‘VedVidya’. The brand has launched the VedVidya range with a campaign featuring actor Sharmila Tagore.

With the new Vivel VedVidya launch, the brand aims to demonstrate the unique product attributes and banking on the credibility of Sharmila Tagore to connect with its consumers.

Commenting on the launch, Sameer Satpathy, divisional chief executive of personal care division at ITC in a statement said, “ITC Vivel with VedVidya heralds in a new and modern perspective of timeless beauty with ingredients inspired by ancient beauty rituals. With Sharmila Tagore at the helm, Vivel VedVidya aims to tell a timeless beauty story, to present an indelible experience of ancient beauty weaved into modern day values.”

Sharmila Tagore added, “Beauty I believe is always a personal choice. I belong to an era where beauty was to do with the simple but the most incredible ingredients and a generational know how for skin care. I am so happy to collaborate with Vivel VedVidya and revisit some of these ancient beauty recipes that have also been prevalent in my family.”

Vivel VedVidya is priced at Rs 360 ($5) for a pack of 6 soaps and will be available on Flipkart, Amazon, ITC e-store and leading modern trade stores across India.